Tablets

Smartphones and tablets combined to account for 66% of all email opens, up from 65% in Q4 2013, and up from 62% when Movable Ink issued its inaugural US Consumer Device Preference Report in Q2 2013. - Movable Ink "US Consumer Device Preference Report Q1 2014: Tablets Rising" (2014)

18.5% of email was opened on a tablet in Q1, up from 16.5% in Q4 2013, and 13.8% when Movable Ink first started the research seres. This marks the first time we’ve seen tablet use not just chip away at desktop time-share, but from smartphones as well (smartphones accounted for 47.2% of opens in Q1, versus 48.2% in Q4 2013). - Movable Ink "US Consumer Device Preference Report Q1 2014: Tablets Rising" (2014)

Only 13 “desktop states” remain. This number is down from 15 in Q4 and from 24 in Q2 2013. The “Electoral College of Email Opens” can now be described as a landslide for smartphones. In addition, in Q1 the state of Mississippi overtook Texas as the nation’s top smartphone state. - Movable Ink "US Consumer Device Preference Report Q1 2014: Tablets Rising" (2014)

A November 2013 study by TiVo found that three-quarters of US TV viewers were more focused on what was on the TV, even when using a second screen. - eMarketer "Multitasking TV Viewers Primarily Focus on the Television" (2014)

Nearly half of TV viewers had used a laptop while watching TV, but just 11% almost always multiscreened with the device, compared with about one-fifth of viewers who almost always used a tablet. - eMarketer "Multitasking TV Viewers Primarily Focus on the Television" (2014)

iPads account for 25 percent of all mobile opens and clicks and almost 99 percent of opens and clicks on a tablet. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

Tablets are associated with a higher average order value (AOV) - the marketing tech company Kenshoo reported an AOV of $106 for tablet purchases vs. $97 for smartphones, which is likely because tablets can help take a customer through the entire journey from video ads to product research to conversion. - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

Forrester Research found that "tablet owners were far more likely to travel the entire length of the purchase process on their device, while mobile phones were more focused on locating a store." - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

Ad requests from tablets have jumped from less than 10 percent in 2011 to a whopping 30 percent in 2013. - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

This year, eMarketer predicts, tablet retail mcommerce sales will hit $26.05 billion, or 62.5% of US retail mcommerce sales overall. That's up from last year when tablets took a 56.2% share of mcommerce retail sales. - eMarketer "Mobile Devices to Boost US Holiday Ecommerce Sales Growth" (2013)

Smartphones and tablets are accounting for a greater share of total US ecommerce retail sales, according to new estimates from eMarketer and they expect that mobile's share of total US ecommerce retail sales will reach 16% in 2013. - eMarketer "Mobile Devices to Boost US Holiday Ecommerce Sales Growth" (2013)

55.2% of emails were exclusively opened on a desktop. 25.0% were exclusively opened on a smartphone; 7.3% on a tablet. - Harland Clarke Digital "Getting Digital: Engagement Habits of Today's Email Recipient" (2013)

38% of subscribers are using an iPhone or iPad to view emails as compared to 28% of subscribers using Outlook. - informz "2013 Association Email Marketing Benchmark Report, Part II: Email Client and Device Metrics" (2013)

A third (34%) of American adults over the age of 18 own a tablet - almost twice as many as the 18% who owned a tablet over a year ago. - Pew Internet "Tablet Ownership 2013" (2013)

11% of all email opens in March 2013 were on a tablet. - Movable Ink "Email Opens, March 2013" (2013)

More than one-quarter (27%) Early Adopter Millennials say they have used a tablet in the previous seven days. That’s about 20% higher penetration than other Millennials. - Experian "2013 Digital Marketer Report" (2013)

Fifty-eight percent of respondents said that the pervasiveness of smartphones and tablets will affect their email marketing plans in the next 12 months. - MarketingSherpa "2013 Email Marketing Benchmark Report" (2013)

Ninety percent of respondents said that using email on the iPad was either very or extremely important with two-thirds checking email on their iPad more than three times a day. - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

Only 41 percent of those surveyed are extremely satisfied with the iPad email apps they are using. - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

97 percent of iPad users read emails on their device but two-thirds send only a few quick replies, if any. - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

Only 31 percent read and send all their emails from their iPad. - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

Women showed stronger satisfaction with using their iPads for reading emails and are also more likely to send emails compared to men. Additionally, women are more likely to use their iPads for only personal emails at 68 percent while 52 percent of men send business emails as well. - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

Apple Mail is the favorite app for users at 41 percent followed by Gmail at 31 percent and Hotmail at 13 percent. Eighteen percent of users open web browsers and access webmail rather than using an app. - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

The most preferred device for reading emails is the Tablet (55%) followed by the PC/Mac (32%) and Mobile Phone (10%). - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

The most preferred device for writing emails is the Tablet (48%) followed by the PC/Mac (41%) and Mobile Phone (9%). - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

While 60 percent of respondents said they used the iPad just for personal emails, 38 percent used the iPad for both personal and work emails debunking the idea that the iPad was a purely leisure product. - Perion "Majority of iPad Owners Say It Is Their Preferred Device for Reading and Writing Email" (2013)

Those surveyed ranked email as the top activity to do on their tablet (72%). - Adobe "2013 Digital Publishing Report: Retail Apps & Buying Habits" (2013)

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